The Future of the Online Marketing Campaign
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Transcript of The Future of the Online Marketing Campaign
THE FUTURE OF THE ONLINE
MARKETING CAMPAIGN
Adam Q. Holden-Bache Social Cruise
December 3, 2010
A connected series of coordinated
efforts designed to achieve a goal
Campaign
Personalized experiences based on previous interactivity?
Engaging leads and customers cross-channel?
True one-to-one marketing?
Ultimate Goal for Marketers?
By today’s standards, what channels are considered part of a typical online marketing campaign?
• Web?• Email?• Search?• Social?• Others?
Current Campaign Channels
What channels will become standard in future online marketing campaigns?
• Video?• Mobile• GeoSocial?• Content Marketing?• User Generated Content?• Others?
Current Campaign Channels
SOCIAL MARKETING
- Requires average of 3+ years to integrate social media into corporate marketing structure- Less than half of those with 3+ years experience are fully integrated.
DISCUSSION:- How long will it be before social media will be fully integrated into the marketing picture at the majority of businesses?- What will happen once social media is standard practice and pervasive?
Campaign Evolution
http://www.emarketer.com/Article.aspx?R=1008069
EMAIL MARKETING
- 42% of active social networkers check their email account four or more times a day, compared to just 27% of their non-networked counterparts
DISCUSSION:- Will email marketing become more or less relevant over time?- Will email and social (cross-channel) communications merge for personal AND professional communications?- Will “white label” systems like Facebook Messages deter marketers from using email?
Campaign Evolution
Campaign Evolution
SEARCH MARKETING
- Forrester predicts paid search marketing spending to rise from 14.96mm in 2010 to 26.51mm in 2014.
DISCUSSION:- Does social marketing devalue search?
- Will social search capabilities eventually kill search engine marketing?
Campaign EvolutionMonthly Searches
88 billion
24 billion
8.4 billion
2.4 billion
VIDEO MARKETING-35 hours of video now uploaded to YouTube each minute- YouTube serves 1 billion videos a day- The average person watches 182 online videos per month
DISCUSSION:- What role does video play in the digital marketing space?- Will video be as effective once it’s being used by more marketers?
Campaign Evolution
MOBILE MARKETING
- Mobile marketing to grow at a 40% compound annual growth rate over the next 5 years.- Mobile marketing revenue expected to reach 24 billion by 2013
DISCUSSION:- When will mobile marketing become standard practice in the US?- How will mobile marketing influence social behavior?
Emerging Channels
LOCATION/GEO-SOCIAL MARKETING
- Only 4% of online adults use geo-social services
DISCUSSION:- Will accessibility to geo-social/check-in data empower marketers to focus on local marketing?- Is push marketing in the future for mobile marketers?
Emerging Channels
CONTENT MARKETING
- 60% of marketers play to increase their spending on content marketing
DISCUSSION:- Will all brands need to become content publishers to survive?- By providing all this content are we shortening or lengthening the sales cycle?
Emerging Channels
USER GENERATED CONTENT- 95.3 million people created content this year
DISCUSSION:- In what ways does user generated content help marketers?- Have consumers come to expect the ability to interact, comment or participate in a brand’s online presence?
Emerging Channels
Tools
HOW WILL WE MANAGE OUR CAMPAIGNS?
- An all-in-one platform?- Multiple platforms all connected via API?- Multiple platforms with a dashboard interface?
Tools
Tools
WHAT TOOLS WILL EVOLVE TO LEAD THE WAY IN PROVIDING CAMPAIGN MANAGEMENT SOLUTIONS?
- Email Service Providers?- Search Tools?- Social Media Management Platforms?- CRM Systems?
The future of marketing:
- challenging - cross-channel
- dynamic- real-time- engaging
THANK YOU
Adam Q. Holden-Bache8701 Mallard Creek Dr.
Charlotte, NC 28262704-706-2670 x200
Twitter: @adamholdenbache